This is one of the most fulfilling campaign that we have done by far, to help local theme part business owner to:
1. Drive more traffic
2. Generating leads
3. Increase sales
Looking back at the pandemic, hundreds of businesses are closing down with thousand of people losing their job and unemployed - affecting more than 3.5 million people working in the tourism industry.
Have you heard of MATFA?
It stands for Malaysian Association of Themepark and Family Attractions (MATFA).
They're on a mission to represent, assist and support their members who're in the operation of Family Entertainment Centres in Malaysia.
You can learn more about them here.
When the Covid-19 virus hit Malaysia,
A Movement Control Order (MCO) was initiated by the Malaysian Government to reduce the risk and transmission rate of the virus.
The MCO lasted for 19 months and as a result, tourism industry revenue plunged.
Many individuals suffered from loss of jobs and hotels are struggling.
After 7 long months of uncertainty from the MCO, the tourism industry was finally seeing light at the end of the tunnel!
This was due to the worldwide vaccination initiatives in place, safety measures and better public adaptations to the new normal.
MATFA collaborated with the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), Tourism Malaysia and Cuti Cuti Malaysia to kickstart a campaign called "Rediscover Fun Campaign".
The campaign was held from 30th October to 26th December 2021.
Main objective of the campaign was to increase at least 50% of the visitations to the theme-parks by offering
1. 40,000 e-vouchers worth RM 10 each.
2. Discounts up to 50% off for entrance tickets.
The e-voucher can be used at over 25 local theme parks and family attractions in Malaysia.
Good deal right? (Because lock down is driving people crazy!)
Our goal was to assist MATFA in achieving all 40,000 voucher downloads, with a minimum of 20,000 usage (as download does not guarantee usage).
A budget of RM 12,000 was allocated to run this 2-month campaign.
We launch Facebook traffic campaign, by driving visitors to the voucher-collection landing page, for users to fill up the forms, filling in their details before collecting the voucher.
Facebook pixel is installed, custom conversion to track landing page view and button clicked will also configure to track the activities on the site.
Marketing channel? Facebook and Instagram.
Part 1: Landing Page for Voucher Collection
• Included information about the campaign.
• Terms and Conditions.
• List of applicable theme-parks on their official website.
Part 2: Facebook Ads
• Two Facebook Ad Sets: Bahasa Melayu and English.
• Caption Copy-writing for both languages.
• Ads run duration: 2 months.
Screenshot of The Facebook Ads
The important metrics which we will be looking at includes:
• Total Ad Spend: total amount spent on ads.
• Average Clickthrough Rate (CTR): No. of clicks / No. of impression.
• Conversion Rate: No. of conversions / Total visitors on page.
• Cost per result: Total Ad Spend / Total Leads.
Results Screenshot From The Campaign Dashboard
The average CTR of our campaign was 5.89%, which was about 6 times more than the average CTR of the travel and hospitality industry.
Besides that, our conversion rate was twice the average for Facebook Travel Ads, at a rate of 5.42%.
Not to mention, our cost per lead was RM 0.27, at a price that was lower than a piece of candy.
We are proud to say that this campaign was a great success and our clients couldn't agree more.
Here's what they said just 1-2 days after the campaign!
1. Traffic marketing can sometimes be more effective than lead generation campaign.
Based on an analysis by Sticky Branding, only 3% of the market are active buyers. To achieve satisfactory marketing results, the impact of campaign must be large enough to capture sufficient leads and sales potential from the one-digit percentage.
Lead generation campaign was often favoured due to their competitive ability to acquire leads, generate awareness and target desired customers as compared to other forms of campaign.
Our findings from this case study has instilled a different perspective in regards to traffic marketing campaign as an equally capable alternative that has potential to exceed expectations.
However, it is also important to note that there are many factors to take into consideration when deciding the campaign type to use.
2. Demand for entertainment-related offers remain relatively high compared to other industries.
One reasoning could be due to human's nature to desire for a change in environment from their usual routine, as it provides the benefit of well-being, self-esteem and life-satisfaction improvements.
Likewise, a study by Singh and colleagues (2020) found that about 67% of people have transitioned into working from home as a precautionary measures from the vicious virus.
This further drives their need to step out of their homes and increases their appreciation towards experiential activities including travelling when they have the opportunity to do so.
3. Type of offer provided and nature of the industry must be considered before deciding the campaign type to use.
All marketing campaigns are effective, only if you utilise it accurately to achieve your marketing goals.
It is therefore important to identify your marketing goals, consider the
type of offer you are providing and understand the nature of the industry before deciding which campaign to use.
Remember, choosing the right campaign to run can help you be on the crest of a wave!
We hope you've enjoyed reading about our insights and experiences through our case study.
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